It’s More than a Month: Latinx Heritage is Relevant all Year

As Latinx Heritage Month comes to a close, we’ve seen brands and organizations across sectors churn out Latinx geared content, some of which is thoughtfully made while others left Latinxs like myself scratching their heads.

When it comes to communicating with Latinx communities, it’s easy to spot whether Latinxs were part of the communication process. With the population of Latinx living in the U.S increasing to 18% and more and more brands and organizations beginning to understand the power of our demographic, it’s important to remember: Latinxs are not homogenous; we are not a single community but a diverse group of communities that look, speak, eat and think differently. 

• Some of us are Black, Indigenous, white or Asian Latinxs.  
• Some of us don’t speak Spanish, which is partly why terms like Hispanic (which means to speak Spanish) ignore our Indigenous roots and perpetuate a language that is not inherently ours. 
• Some of us don’t like the term Latino or Latina because it’s gendered and excludes those who reject the binary.
• Some don’t like the term Latinx because they think it’s anglicised and prefer Latine. 
• Some reject Latinidad altogether and believe it reproduces Black and Indigenous erasure.

Ultimately, our identities can’t be reduced to a single Latinx Heritage Month tweet or a blog with a “how to make the best tacos” or other traditional foods recipe. Our identities are complex, nuanced and deserving of the time and space to learn why. 

As with any great communications strategy, we must identify the audience, speak to their experiences genuinely and create messaging that resonates. This especially applies when crafting communications plans and outputs for Latinxs.

Although I believe Latinx Heritage Month isn't just a month-long celebration but a lifelong one, I took this time to celebrate with my fellow Spitfires and asked: How do you celebrate your Latinx identity? And what advice would you give brands and organizations wanting to communicate with Latinxs? 

Midy Aponte 

How do you celebrate your Latinx identity?

I’m always in search of el calor latino. It’s that warmth and joy you feel when you’re surrounded by groups of folks who intuitively get you. Fortunately, I’m surrounded by a strong network of Latinx friends, mentors and mentees from all walks of life. They contribute greatly to how I move through my life and how I process it. Because of this, I feel like I celebrate my identity daily. Either in the rituals and traditions I still keep, to soul-enriching conversations with friends, to more deep and challenging discussions that shake and shape me to think differently. Being Latinx is engrained in every fiber of my being, and breathing is a celebration of it. 

What advice would you give brands and organizations wanting to communicate with Latinxs? 

We haven’t fully grasped the pain, trauma and confusion that is the Latinx experience. We’re too often stereotyped … turned into caricatures that prevent real understanding and dialogue of the many challenges our communities face. But that pain is always at the surface. My hope is we’ll soon begin to have a new conversation around this. Recognizing that pain is a good first step for communicators to know about as they enter a dialogue with Latinx audiences.

Natalia Orozco

How do you celebrate your Latinx identity?

I celebrate my Latinx identity in a number of ways: by connecting with strangers and family alike over our shared language and culture, by keeping my Mexican last name (Orozco) when I got married, cooking molé, making salsa verde, and other traditional Mexican foods; by singing rancheras and boleros with my dad, reading about my indigenous ancestors, traveling to Mexico, dancing salsa and reggaeton...I could go on forever! I love my culture and identity as a Latinx individual. 

What advice would you give brands and organizations wanting to communicate with Latinxs? 

We are not a monolith—in fact, we are highly segmented. We come from different countries, ethnic communities and racial communities. We struggle with colorism, the impacts and influence of colonialism and the erasure of Indigenous peoples just like non-Latinx folks do. Our issues are multilayered and complex and they vary greatly not only depending on where we trace our ancestry back to, but also how long we've been in the U.S., whether or not we are immigrants and what part of the U.S. we reside in. Although we share a common language, there are also a lot of terms and expressions unique to certain countries or regions. To be effective, communicators should be mindful of all these factors when crafting communications designed to reach Latinx audiences because we can tell when we've been treated with a "one-size fits all" approach.

Andrea Mora 

How do you celebrate your Latinx identity?

I celebrate by learning the recipes passed down in my family through generations, decorating my home with pieces of Costa Rica, practicing and refining my Spanish every chance I get, showing off my baby gold jewelry with pride, and continuing to advocate for J. Balvin’s discography as better than Bad Bunny’s.

What advice would you give brands and organizations wanting to communicate with Latinxs? 

While there are shared experiences and customs that can create a sense of a common Latinx identity, the individual and collective experiences of each ethnic group, race, culture and the countries and regions they reside in are unique. That diversity should be recognized, embraced, and celebrated.